21 Questions You Always Need to Ask While Developing Buyer Personas

Buyer Persona Development Template
Buyer Persona
Development Template

Developing detailed buyer personas is a crucial step towards creating a successful
inbound marketing strategy. After all, the marketing team needs to know exactly whom
they are marketing to, and the sales team needs to know exactly whom they are selling to.
These 34 questions will help you create detailed buyer personas that will serve as your
go-to reference point for your entire inbound marketing strategy.
A few things to keep in mind:
• Most organizations have at least 3-5 primary buyer personas
• Buyer personas are never completely finished – your buyer personas documents
should be update frequently as your understanding of your personas evolves
• The more points of view that you can include in your buyer persona research the
better – try and get input and feedback from at least one person in each customer
facing department of your organization

Demographics

1. Do they skew male or female?

2. How old are they?

3. How much money do they make?

4. Where do they live? (Urban vs.
suburban)

5. What do they do in their personal time?

Personal
Background

6. What has their career path looked like
up until this point?

7. What is their level of education?

8. What are their favourite hobbies and
pastimes?

Role &
Responsibilities

9. What is their job title?

10. What are their personal
responsibilities?

11. Who do they report to? Who reports to
them?

12. How is their job measured?

13. What does a typical work day look
like?

14. What types of skills are required to be
successful in this role?

15. What tools do they use most
frequently?

Company Profile

16. Which industry or industries do they
work with?

17. How many employees do they have?

18. How much annual revenue do they
generate?

19. Where in the world are they located?

Challenges

20. What challenges are they facing in
their job?

Goals

21. What are their career goals?

Marketing Triggers

23. What types of events or situations
cause this persona to realize the need
for a product/service like yours?

Common Objections
& Questions

24. What are their most common
questions about your product/service?

25. What are the most common
objections they have about your
product/service?

Identifiers

26. How do they prefer to receive
information?

27. What is their personality like?

28. What common traits do they have?

29. Which industry terms or buzzwords
do they use?

Segmentation
Question

30. How would they describe themselves?
The answer to this question will be used as a drop down for self segmentation on landing pages - ex. “I’m a small business
owner. I want to learn about how to get started with inbound marketing”

How You Help

31. How does your company help them
overcome their challenges?

32. How does your company help them
reach their goals?

33. What makes your offering different
and better than other alternatives?

34. How do you address their most
common questions and objections?

21 Questions You Always Need to Ask While Developing Buyer Personas

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